Yes. Actually, it sounds like you need to find ways to educate the market. I completely agree that Canadian lobster is way better than that of any of the other markets, but you have to think about how you are going to educate a market that doesn't know that, right?
Conceptually, it's not that much different from educating a market that you need an iPhone or that you need a smartphone. Everybody lived just fine without one, and suddenly we had to educate people that this was necessary. They are all living without this product now, so there has to be a concerted and detailed effort to differentiate it and position it into, say, their New Year's or various things they are doing.
Does that make sense?